Duration: 10 Days
Duration: 10 Days
Duration: 10 Days
Tools: Figma, Figjam, Google Slides
Tools: Figma, Figjam, Google Slides
Tools: Figma, Figjam, Google Slides
Key Power Sports (KPS) is a company that retails sports equipment and accessories to sports enthusiasts. Currently, the company has three retail outlets in Singapore, as well as an e-commerce website.
However, some of the products listed on the e-commerce website are not properly categorised and are difficult to navigate, especially in the 'Men's Accessories' section.
The goal of this project is to enhance the information architecture of the website and improve the online shopping experience for their customers.
Key Power Sports (KPS) is a company that retails sports equipment and accessories to sports enthusiasts. Currently, the company has three retail outlets in Singapore, as well as an e-commerce website.
However, some of the products listed on the e-commerce website are not properly categorised and are difficult to navigate, especially in the 'Men's Accessories' section.
The goal of this project is to enhance the information architecture of the website and improve the online shopping experience for their customers.
Key Power Sports (KPS) is a company that retails sports equipment and accessories to sports enthusiasts. Currently, the company has three retail outlets in Singapore, as well as an e-commerce website.
However, some of the products listed on the e-commerce website are not properly categorised and are difficult to navigate, especially in the 'Men's Accessories' section.
The goal of this project is to enhance the information architecture of the website and improve the online shopping experience for their customers.
Current website
Current website
Current website
12 user interviews are conducted
12 user interviews are conducted
12 user interviews are conducted
I spoke to 12 users of the website to understand how users behave while shopping online.
I spoke to 12 users of the website to understand how users behave while shopping online.
I spoke to 12 users of the website to understand how users behave while shopping online.
As such, after synthesising the data collected from the user interviews conducted, 6 insights stemming from the data collected are identified:
As such, after synthesising the data collected from the user interviews conducted, 6 insights stemming from the data collected are identified:
As such, after synthesising the data collected from the user interviews conducted, 6 insights stemming from the data collected are identified:
"I exercise regularly"
"I exercise regularly"
"I exercise regularly"
"I use 'Like' button to shop online efficiently"
"I use 'Like' button to shop online efficiently"
"I use 'Like' button to shop online efficiently"
"I online shop during my free time"
"I online shop during my free time"
"I online shop during my free time"
"I like online shopping to be as seamless
as possible"
"I like online shopping to be as seamless as possible"
"I like online shopping to be as seamless
as possible"
"I seek quality and aesthetically pleasing products
"I seek quality and aesthetically pleasing products
"I seek quality and aesthetically pleasing products
"I am careful with online purchases"
"I am careful with online purchases"
"I am careful with online purchases"
Problem Space
Problem Space
Problem Space
As Key Power Sports is an e-commerce website catering to avid sports enthusiasts, I personally lacked knowledge in that aspect. To overcome this gap, extensive research was conducted to fill up the knowledge deficit.
Furthermore, user interviews revealed that users expect a seamless and intuitive online shopping experience. Therefore, in this redesign, the main focus will be on improving the website's information architecture to facilitate easier navigation for users. Additionally, I will introduce elements to expedite the checkout process for potential users.
As Key Power Sports is an e-commerce website catering to avid sports enthusiasts, I personally lacked knowledge in that aspect. To overcome this gap, extensive research was conducted to fill up the knowledge deficit.
Furthermore, user interviews revealed that users expect a seamless and intuitive online shopping experience. Therefore, in this redesign, the main focus will be on improving the website's information architecture to facilitate easier navigation for users. Additionally, I will introduce elements to expedite the checkout process for potential users.
As Key Power Sports is an e-commerce website catering to avid sports enthusiasts, I personally lacked knowledge in that aspect. To overcome this gap, extensive research was conducted to fill up the knowledge deficit.
Furthermore, user interviews revealed that users expect a seamless and intuitive online shopping experience. Therefore, in this redesign, the main focus will be on improving the website's information architecture to facilitate easier navigation for users. Additionally, I will introduce elements to expedite the checkout process for potential users.
Problem Statement
Problem Statement
Problem Statement
Users needs a better and confident way to buy products as they dislike spending time searching and purchasing items not suitable for them.
Users needs a better and confident way to buy products as they dislike spending time searching and purchasing items not suitable for them.
Users needs a better and confident way to buy products as they dislike spending time searching and purchasing items not suitable for them.
From the problem statement, I decided to focus on improving the Information Architecture as well as adding some buttons for faster checking out.
From the problem statement, I decided to focus on improving the Information Architecture as well as adding some buttons for faster checking out.
From the problem statement, I decided to focus on improving the Information Architecture as well as adding some buttons for faster checking out.
"How might we help customers to buy products with ease and confidence?"
"How might we help customers to buy products with ease and confidence?"
"How might we help customers to buy products with ease and confidence?"
To answer the above question, I looked at applying the following 3 elements to improve the overall online shopping experience.
To answer the above question, I looked at applying the following 3 elements to improve the overall online shopping experience.
To answer the above question, I looked at applying the following 3 elements to improve the overall online shopping experience.
Categories for the 'Accessories' section
This helps users to quickly navigate and identify corresponding products in the categories.
'Like/Wishlist' button to favourite products
This allows users to bookmark products for future reference or expedited checkout when they decide to make a purchase again.
Better display of product
descriptions
Better display of product descriptions
This enables users to swiftly access relevant information about the product they are purchasing.
User flow to understand how a shopper would use the website
User flow to understand how a shopper would use the website
User flow to understand how a shopper would use the website
The user flow helps to illustrate how a typical shopper would use the website. It also helps to identify pages needed for the prototype.
The user flow helps to illustrate how a typical shopper would use the website. It also helps to identify pages needed for the prototype.
The user flow helps to illustrate how a typical shopper would use the website. It also helps to identify pages needed for the prototype.
Hybrid card sort conducted to understand how to better categorise the products
Hybrid card sort conducted to understand how to better categorise the products
Hybrid card sort conducted to understand how to better categorise the products
To understand how to categorise the products better, closed cart sort is conducted with 5 users.
To understand how to categorise the products better, closed cart sort is conducted with 5 users.
To understand how to categorise the products better, closed cart sort is conducted with 5 users.
From the results of the closed cart sort, products within the Accessories section are categorised as follows:
From the results of the closed cart sort, products within the Accessories section are categorised as follows:
From the results of the closed cart sort, products within the Accessories section are categorised as follows:
Sketches were drawn to ideate how the prototype would look like
Sketches were drawn to ideate how the prototype would look like
Sketches were drawn to ideate how the prototype would look like
Below are some examples of improvements made to the website
Below are some examples of improvements made to the website
Below are some examples of improvements made to the website
Existing Navigation
Redesigned Navigation
Existing Navigation
Redesigned Navigation
Existing Navigation
Redesigned Navigation
Existing Add to Cart
Redesigned Add to Cart
Existing Add to Cart
Redesigned Add to Cart
Existing Add to Cart
Redesigned Add to Cart
Existing Product Page
Redesigned Product Page
Existing Product Page
Redesigned Product Page
Existing Product Page
Redesigned Product Page
2 rounds of user testing are conducted to test the usability the prototype
2 rounds of user testing are conducted to test the usability the prototype
2 rounds of user testing are conducted to test the usability the prototype
Each round of user testing is made up of 5 participants to test the usability of the redesigned website against the existing website
Each round of user testing is made up of 5 participants to test the usability of the redesigned website against the existing website
Each round of user testing is made up of 5 participants to test the usability of the redesigned website against the existing website
With better categorisation, average time taken to search for products is shorten by ~15 secs
With the addition of 'Like/Wishlist' button as well as 'Add to Cart' button, average time taken to cart out favourited items is shorten by ~24 secs
With better categorisation, average time taken to search for products is shorten by ~15 secs
With the addition of 'Like/Wishlist' button as well as 'Add to Cart' button, average time taken to cart out favourited items is shorten by ~24 secs
With better categorisation, average time taken to search for products is shorten by ~15 secs
With the addition of 'Like/Wishlist' button as well as 'Add to Cart' button, average time taken to cart out favourited items is shorten by ~24 secs
Prototype
Prototype
Prototype
Below is the prototype to the redesigned e-commerce website. Overall, for this project I have identified that shoppers would like to have a seamless online shopping experience.
Below is the prototype to the redesigned e-commerce website. Overall, for this project I have identified that shoppers would like to have a seamless online shopping experience.
Below is the prototype to the redesigned e-commerce website. Overall, for this project I have identified that shoppers would like to have a seamless online shopping experience.
Next steps
Next steps
Next steps
Based on user testing, it was observed that users frequently search for products by 'Brands'. However, the current dropdown menu on the website is not user-friendly as it closes when the mouse moves away. To address this issue, the prototype introduces an expanded dropdown menu that covers the entire screen and only closes when another dropdown menu is opened.
In this project, there is a limitation where users primarily rely on the search bar to find products rather than using the navigation. However, the goal is to enhance the website's navigation to ensure that shoppers who browse the site can effortlessly locate the products they are searching for.
Based on user testing, it was observed that users frequently search for products by 'Brands'. However, the current dropdown menu on the website is not user-friendly as it closes when the mouse moves away. To address this issue, the prototype introduces an expanded dropdown menu that covers the entire screen and only closes when another dropdown menu is opened.
In this project, there is a limitation where users primarily rely on the search bar to find products rather than using the navigation. However, the goal is to enhance the website's navigation to ensure that shoppers who browse the site can effortlessly locate the products they are searching for.
Based on user testing, it was observed that users frequently search for products by 'Brands'. However, the current dropdown menu on the website is not user-friendly as it closes when the mouse moves away. To address this issue, the prototype introduces an expanded dropdown menu that covers the entire screen and only closes when another dropdown menu is opened.
In this project, there is a limitation where users primarily rely on the search bar to find products rather than using the navigation. However, the goal is to enhance the website's navigation to ensure that shoppers who browse the site can effortlessly locate the products they are searching for.